MICROSOFT AND STEEL MEDIA

Challenge:

Much like our campaigns for msn's WonderWall and Winter Olympics 2010, we decided to reach out to highly-targeted, niche audiences for the Republicrats political campaign.  Goal was to reach “Political Junkies,” Ages 25-34 Nationwide, and engage them to watch msn's video.

Solution:

Steel Media was able to deliver over 20,000,000 in-demo, targeted impressions, both on a CPM basis, a performance-based CPC basis, and by delivering in-banner video. Steel Media created a custom, performance channel based on a targeted, data-driven algorithm: 

25-34 yrs old AND $75,000 or more (total HH income) AND THEDAILYSHOW.COM OR   MTVN Entertainment and Games Colbert Nation OR MTVN Entertainment and Games Colbert Nation & CMT )  OR  ( Volunteered to help a candidate in the past 3 years  (political activity) OR Gone to a political rally/march/demonstration in the past 3 years (political activity) OR Subscribe to a political publication (political activity) OR Visit general news websites for political information (e.g., CNN, Fox News)  (political activity) OR Visit political websites (for candidate, political party or special interest group)  (politically active). 

Result:

"Working with Steel Media was great - they hit all the goals we had for our campaigns! Steel Media was pro-active with intelligent optimization suggestions, which we implemented. They are a pleasure to work with - very quick with all requests, and they have an excellent team behind the scenes."

- William, Media Planner, Microsoft